Better together

Like many, I’ve been drawn to stories of collaboration and partnership these days amid the world’s divisiveness and uncertainty. Now, more than ever, unexpected allies are stepping up to support neighbors and strangers alike. 

In the context of circularity, partnership is non negotiable. Value chain participants must communicate and align; competitors or other unlikely partners need to collaborate; and each piece of a complex system needs to be a part of the solution. Simple to say, much harder to do. 

This week, two stories of collaboration caught my eye, specifically because of the unexpected nature of the partnership. 

1. The food waste-fighting start-up Apeel Sciences achieved “unicorn” status, closing a $250 million round of funding that pushed its valuation to more than $1 billion. The company produces a plant-based coating that doubles or triples the shelf life of produce, from avocados to asparagus, curbing spoilage and decreasing waste in the food chain. 

Among Apeel’s investors are two surprising celebrities: Oprah Winfrey and Katy Perry. Though “non-participating” investors, their engagement has already boosted coverage of Apeel’s expansion, helping to catalyze consumer awareness around food waste solutions. 

I'd argue that A-list celebs are a largely untapped (and renewable) resource that could help grow the prominence of circularity. With the exception of Jane Fonda, Leonardo DiCaprio and Mark Ruffalo, the role of Circularity Spokesperson is up for grabs. (Feel free to send any qualified candidates my direction.)

2. Walmart joined the list of retailers tapping into the resale market by partnering with consignment platform ThredUp to sell used garments through Walmart.com. The opportunity to expose Walmart’s massive customer base to resale is huge. It’s been projected that resale will triple to a $23 billion market by 2023, so it shouldn’t be so surprising that large-scale retailers like Walmart are looking to get in on the action. 

ThredUp has had limited in-store partnerships with JCPenney and Macy’s, but a partnership with the world’s largest retailer will dramatically increase the reach of resale and help to normalize reuse at scale. 

Leveraging scale and influence, these partnerships can play a meaningful role in mainstreaming circularity and accelerating the adoption of new technologies and business models.